ANALYSIS SEGMENTATION, TARGETING, AND POSITIONING (STP)

TOWARD THE DEVELOPMENT OF HALAL HANWOO BEEF IN

SOUTH KOREA

Submitted a Partial Fulfillment of the Requirement for Getting

Bachelor Degree of Economic in Economic and Business Faculty

By:

INGGRIT FAZA SAPUTRA

B10A153017

MANAGEMENT DOUBLE DEGREE

FACULTY OF ECONOMICS AND BUSINESS

UNIVERSITAS MUHAMMADIYAH SURAKARTA

2020

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ANALYSIS SEGMENTATION, TARGETING, AND POSITIONING (STP)

TOWARD THE DEVELOPMENT OF HALAL HANWOO BEEF IN SOUTH KOREA

Abstrak Meningkatnya jumlah Muslim di Korea Selatan yang di latar belakangi oleh beberapa faktor; seperti meluasnya Hallyu atau Korean Wave dan bertambahnya mualaf, menjadi alasan dari meningkatnya permintaan akan makanan halal di Korea Selatan. Salah satu makanan perwakilan Korea Selatan, daging Hanwoo pun belum tersedia dalam varian halal. Tujuan dari penelitian ini adalah untuk menganalisis strategi segmentasi, targeting, dan positioning terhadap pengembangan produk daging halal Hanwoo di Korea Selatan. Penelitian ini menggunakan penelitian kualitatif deskriptif untuk menganalisa rumusan masalah sesuai dengan fenomena yang sedang terjadi. Hasilnya menunjukkan bahwa strategi segmentasi yang dapat diaplikasikan pada produk ini adalah segmentasi demografi berdasarkan agama. Strategi targeting yang dapat digunakan adalah strategi penargetan terkonsentrasi dimana hanya akan fokus pada penawaran jenis produk tertentu dalam satu segmen atau lebih. Strategi positioning yang akan dibentuk pada benak konsumen terhadap produk ini adalah sebuah inovasi baru sebagai produk daging halal Hanwoo pertama di Korea Selatan. Kata Kunci: Segmentasi, Targeting, Positioning, Daging Halal Hanwoo

Abstract The increasing number of Muslims in South Korea is driven by several factors; such as the spread of the Hallyu or Korean Wave and the increasing number of people converting to Islam, are the reasons for the increasing demand for halal food in South Korea. One of South Korea's representative foods, Hanwoo beef is not available in halal variants yet. The purpose of this study is to analyze the segmentation, targeting, and positioning strategies for the development of halal Hanwoo beef products in South Korea. This study uses descriptive qualitative research to analyze the problem formulation in accordance with the phenomenon that occurs. The result indicates that the segmentation strategy that can be applied to this product is demographic segmentation based on religion. The targeting strategy that can be used is a concentrated targeting strategy that will only focus on offering certain types of products in one or more segments. The positioning strategy that will be formed in the minds of consumers towards this product is a new innovation as the first Hanwoo halal product in South Korea. Keywords: Segmentation, Targeting, Positioning, Halal Hanwoo Beef

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1. INTRODUCTION

Since the first appearance on the global market in the mid-1990s, the Hallyu

trend has begun to steal the attention of the young people. The term of Hallyu was

adopted from Chinese language means Korean Wave. Hallyu is interpreted as the

spread of Korean pop culture globally in various countries in the world through

Korean movies, Korean dramas, Korean music or Korean pop, cosmetics, fashions,

foods, and other media products (Li, 2005; Hanaki, Singhal, Han, Kim, & Chitnis,

2007). The high development of Hallyu, the South Korean culture on various

aspects emerging the enthusiasm of foreigners to visit South Korea. Among those

foreigners there are also Muslim foreigners coming from several Islamic countries.

Muslim population in South Korea shows that the increase in the number of

Muslims is not only factored by the growth of Muslim visitors from various

countries but also factored by the increasing number of local converts to Islam

(Park, 2017).

The continued growth of the Muslim population in South Korea encourage

the demand for Halal food is increasing. Due to the growth of the Muslim

population, both expanding the halal markets and providing halal food are a huge

opportunity for Korea itself. Halal food is a big deal for Muslims because it is not

a simple individual preference but an order from the Holy Quran. Providing halal

food is a necessary thing, in order to fulfill the needs of Muslims in South Korea.

Halal food must be free from any components that Muslims are prohibited, which

is known as haram or not permissible, such as carrion, blood, pig, permitted

animals slaughtered incorrectly, and intoxicants (Soon et al., 2017). The

opportunities available for the halal food market in South Korea are huge. Most of

Korean foods which ingredient based on meat are not using a halal meat. Even

South Korea’s representative food; Hanwoo beef is not available in the halal

version yet. Hanwoo beef is a premium beef that known for its marbled fat and

distinctive flavor originally from South Korea.

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Since consuming halal is an obligation, most of Muslims in South Korea

cannot consume the premium Hanwoo beef unless it is provided in the halal

version. To develop halal Hanwoo beef, there are several things that must be

analyzed such as the appropriate marketing strategies of segmentation, targeting

and positioning to be used in the halal Hanwoo beef market.

2. LITERATURE

2.1 Marketing Concept

According to Kotler (2012), the definition of marketing is an act of

identifying, fulfilling, and satisfying human needs. The role of marketing

is not only to deliver products or services to consumers but also how these

products or services can provide satisfaction to customers, resulting in

repeated purchases by consumers. This concept also focusing on deliver a

product better than its competitors.

2.2 Segmentation

Pride & Ferrel (1995) said that market segmentation is a process of dividing

the market into potential customer segments with similar characteristics

that indicate the similarity of buyer behavior. Segmentation is looking at

the market creatively, segmentation is the art of identifying and exploiting

opportunities that arise in the market (Kotler, Kartajaya, Huan, and Liu,

2003). At the same time segmentation is the science of looking at markets

based on behavioral, demographic, geographical, and psychographic

variables.

2.3 Targeting

Targeting is a process of evaluating various segments found in the market

then select one or more segments to be entered (M. C. Cant, 2009). In

determining the target, several surveys must be carried out to be able to

know the market situation so that the marketing process is not wrongly

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targeted. Companies have to see whether a potential segment has generally

attractive characteristics consisting of size, growth, profitability,

economies of scale, risk, and others. Kotler, Kartajaya, Huan, and Liu

(2003) stated that three criteria must be met by the company when

evaluating and determining which segments will be targeted. First,

companies must ensure that the targeted market segment is large enough

and will be quite profitable for the company. Second is the targeting

strategy should be based on the company's competitive advantage. The last

is that the targeted market segment must be based on the competitive

situation.

2.4 Positioning

Armstrong (2014), positioning is a step to find position in the market and

occupies a place relative to competing product in the minds of target

consumers. In other words, positioning is an action or step from the

marketers to build the company’s image and offer value where consumers

in a certain segment differentiate a product from competitors’ products. It

can be concluded that positioning is a strategy to gain the trust of

consumers by building an image of a product. Positioning is not just

persuading and creating an image in the customer’s mind, but also how to

win the customer's trust.

2.5 Marketing Mix

The marketing mix is the term that is described as the combination of the

four variables that constitute the core of the organization’s marketing tools

that are used to achieve marketing objectives in the targeted market (Kotler

and Keller, 2012). The combination of the four variables are products,

prices, places, and promotions.

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2.6 Product

A product is defined as a physical product or service that can be offered to

the market and can meet the demands or needs of consumers. It includes of

the material goods and intangible products (Singh, 2016). The product is

offered to the market to get attention so that the product can be bought,

used, or consumed to meet a customer's needs or wants.

2.7 Price

Price is one of the factors affecting the consumer because it helps to

understand the value of the product. Kotler and Armstrong stated that price

is defined as the value of the exchange or the amount of money to pay for

a product or service to help customers receive a product or service for a

certain amount. The price is also a fair product valuation, a good price

always represents a good product (Ehmke, Fulton, Lusk, 2016).

2.8 Place

The place is defined as the process and methods by which products or

services reach customers (Martin, 2014). Place can be interpreted as the

distribution of producers to reach the target market. the place is not limited

to physical locations but distribution in the marketing mix can also be done

through various media.

2.9 Promotion

Promotion is an effort to increase brand awareness, product sales, and helps

to build brand loyalty. According to Kotler (2005) sales promotion is

various collection of incentive tools, most of which are short-term,

designed to stimulate the purchase of certain products or services faster and

greater by consumers or traders.

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2.10 Halal

Islam requires its people to consume food and drink that clearly has halal

status. The teachings of Islam command its devotees to consume only foods

that have clear halal status and restrain from the haram. The instruction to

do so is mentioned in the Quran and Hadith. For instance, in Al-Baqarah

(Chapter 2) verse 172, Allah orders the Muslims to consume a permissible

food, while in Al-Maida (Chapter 5) verse 3, He tells the devotees that it is

forbidden to you (eat) carcasses, blood, pork, (animal flesh) slaughtered on

behalf of other than Allah, who suffocated, who was beaten, who fell,

which was gore, and pounced by wild animals, except for those that you

had slaughtered, and (forbidden to you) slaughtered for idols. And (also

forbidden) to draw fate with arrows, (drawing fate with arrows) is

wickedness. The requirements for halal food products according to Islamic

law are all ingredients must be halal, use a halal method, halal in

processing, halal in storage, halal in transportation, and halal sales. Halal

also includes something that is not taken from robbing, gambling,

corruption, or harming others.

2.11 Korean Hanwoo Beef

Korean Hanwoo beef is a breed of Korean native cattle born and raised in

Korea, called “Hanwoo” beef (Jo, Cho, Chang, and Nam, 2012). Although

it has a high price, Korean Hanwoo beef is very popular in Korea. Korean

Hanwoo beef is known for its distinctive flavor with curved fat. Korean

consumers tend to prefer Korean beef because they think it is fresher and

higher in quality than imported beef (Jo, Cho, Chang, and Nam, 2012).

Since Koreans set Hanwoo beef as a cultural icon and a representative food,

Hanwoo beef used to be presented as traditional foods, a special gift, or

popular holiday dishes. Korea started a strategic marketing and campaign

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to brand Hanwoo beef as the origin of the highest quality beef in Korea and

commerce the meat as a "premium product" of the country.

3. METHODOLOGY

The descriptive research using qualitative approach is used by the author in this

study. Bogdan and Taylor (1975), suggests a qualitative method as a research

procedure that produces descriptive data in the form of words or oral from

human beings and behaviors that can be observed. Qualitative descriptive

research methods are also research methods that aims to understand an issue or

a social phenomenon. This study will analyze the application of Segmentation,

Targeting, and Positioning strategy of Halal Hanwoo beef product in South

Korea.

The data source used in this study are primary data and secondary data.

Primary data used is interview about Muslims in South Korea preferences

toward meat status. On the other hand, books, journals, government records,

and published sources are also used as the secondary data in this study.

4. RESULTS AND DISCUSSIONS

4.1 Halal Hanwoo beef

Korean Hanwoo meat is a premium and a well-known product among

foreigners and Koreans. Besides has a high price, Hanwoo beef is also

acknowledged for its marbled fat and distinctive flavor. Korean consumers

generally tend to prefer Hanwoo beef due to the issue that it has a fresher

and better quality than imported beef. The marbling score is determined

using the Beef Marbling Standard (BMS). The meat with BMS scored 8 or

higher is in a grade 1++, grade 1+ is meat with BMS score 6 and 7. Grade

1 is meat with BMS score 4 and 5. Meat with BMS score 2 and BMS score

3 is grade 2. The last is meat with BMS scored 1 is grade 3 (Jo, Cho, Chang,

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Nam, 2012). The higher the Hanwoo beef marbling score, the higher the

price will be.

Comparing to a regular meat, not only the slaughter method which is

different but Halal Hanwoo beef has a special advantage as well. Halal

cutting is effective in drowning blood from animals that have been

slaughtered, and this is an important part of getting a soft meat. Although

it requires a longer process because instead of machine it has to use

manpower to slaughter the cattle, Islamic slaughtering method makes the

blood of the animal completely flowing out of the body. The meat which

clear from the blood is safe to be eaten by people. The blood that is still left

in the animal body will be a place for bacteria, virus and toxins.

Additionally, the resulting meat can be considered as a healthy meat.

Halal meat slaughtering requires cutting the animal's throat with a

sharp knife. This method cuts off the vessels in the neck, cutting off the

arteries in the head at once, which is found to affect the quality of the meat.

In one study, slaughterhouses said that they use electricity to animals as

some companies do, causing them to suffer. Many people think Islamic

slaughter method is inhuman, but a study by Wilhelm Schulze, a professor

at the German University of Hanover School of Veterinary Medicine, and

his colleague Dr. Hazim explained that animals will feel no pain when

people cut off the blood vessels of animals. From the explanation above, it

can be said that the Islamic method is the best way to provide a good quality

meat. Despite gives a benefit to animals, it also gives benefits for human

health as well. Thus, halal Hanwoo beef product is a halal product which

is needed by Muslims and a product that safe to be consumed by everyone,

either Muslim or not.

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4.2 Segmentation

Based on the result of segmentation research, Korean population consists

of various kinds of adherents of different religions. The consumer market

segmentation used in this study is demographic segmentation by

classifying markets according to religion. The number of immigrants

consisting of foreigners (foreigners living in South Korea with a long-term

visas) and naturalization (foreigners who obtained the legal right to be a

citizen of South Korea) amounted to 1,371,400 people. Data obtained from

the Korean Statistical Information Service in 2019 showed Christian

immigrants totaling 192,600 people (14.1%), Islam and Hindu religion

totaling 118,400 people (8.6%), Buddhism totaling 175,200 people

(12.7%), the number of people who have a religion besides the 3 religions

above is 6,800 people (0.5%), and as many as 878,300 people (64.1%) are

people who do not have any religion. Additionally, most foreigners who

come from India are Hindus and there were around 10,000 people from

India in South Korea. It can be concluded that immigrants or foreigners in

South Korea who are Muslim are more than 100,000 people. This was also

confirmed by high priest Lee Joo Hwa in an interview with Chosun News-

Press and in accordance with a statement on the Korean Muslim Federation

(KMF) website. While the number of Korean Muslims alone is around

35,000 people. On the other hand, the number of foreigners who came to

South Korea during January 2020 was 1.3 million people. This number

includes short-term visitors and long-term visitors. Short-term visitors are

travelers who visit 1-30 days, while long-term visitors are foreigners who

are categorized as immigrants. The foreigners came from several countries

including Islamic countries. This shows that not only 135,000 Muslims are

in South Korea, but there are also a lot of Muslim visitors every month. It

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means, despite Islam is not the majority religion in South Korea, the

Muslim segment shows a potential market.

4.3 Targeting

Based on the results of the research at the targeting stage, the size of the

Islamic religion segment in South Korea is indeed not as big as the other

segments, but the Islam segment has the need for halal meat bigger than

the other segments. The interview data shows that around 70% of people

admit that the meat consumed must be halal and the remaining 30% of

people admit that the meat consumed does not have to be halal but must be

clean from pork. Halal in this context is meat that has been slaughtered in

Islamic sharia and has a halal certificate. While the one category is meat

that is not halal certified but which does not contain pork. Therefore, this

study will use a concentrated targeting strategy that will only focus on

offering a certain type of product in one segment or more which is rated as

a high-potential market. By using this method, researchers will focus on

marketing Halal Hanwoo beef products to the most potential segment,

Muslims.

4.4 Positioning

Based on the results of research conducted, consumption of regular

Hanwoo beef in 2019 reached 766,000 head of cattle. The data from the

Korean Meat Trade Association shows that there was an increase in

consumption of regular Hanwoo beef in the previous year by 26,000 heads

of cattle. Regular Hanwoo beef is the origin of halal Hanwoo beef which is

certainly not halal. In addition, there are 426,000 tons of beef imported

from several countries such as United States, Australia, Canada, New

Zealand, Mexico, and others. The imported beef from Australia and New

Zealand are halal. From the explanation above, Hanwoo beef is widely

consumed by the public and it means that despite its high price, people still

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have a lot of interest in the Hanwoo beef. On the other hand, even the

quality and consumption rate of halal imported beef is lower than Hanwoo

beef, the halal beef is still sought after in South Korea. Halal Hanwoo beef

is a new innovation as the first Hanwoo beef in halal version in South Korea.

The image of Halal Hanwoo beef product that will be formed in the minds

of the target customers is beef with a high quality, a new product, and

Muslim friendly product. Halal Hanwoo beef also can be promoted as

healthy meat to attract non-Muslim consumers.

4.5 Product

Product is something that can be offered to the market to fulfill the needs

of consumers. To meet market needs, the development of halal Hanwoo

beef product innovation is produced according to the needs of the target

market in order to offer solutions to the phenomena that occur. The product

to be offered is a new development product that is not available yet in South

Korea, which is Halal Hanwoo beef. This product has advantages, those

are: it is known for its distinctive flavor with curved fat, it has a fresh meat

and it has better quality than imported beef, a healthy meat and what makes

this product special is the product is a halal product which means it can be

consumed by Muslims and either do other people. To differentiate halal

Hanwoo products from other livestock products, halal Hanwoo beef

packaging will be labeled halal. The halal logo can also communicate and

convince the prospective buyers that the meat produced according to

Islamic methods. Moreover, this could help the non-Muslims understand

that the meat produced is a healthy meat product.

4.6 Price

In 2020 according to Gosan Miso Company, recently the price of regular

Hanwoo beef in South Korea reached 20,000 won or around Rp.

234,000/200gr and 246,000 head of cattle have been consumed by the

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community within 4 months (January-April). This shows that the high price

of Hanwoo beef does not really affect the level of public consumption of

Hanwoo beef itself. The price that will be set for Halal Hanwoo beef

products will be calculated according to the production cost of the product.

4.7 Place

The method that will be used is an intensive distribution strategy. The

distribution is carried out by distributing products or services to as many

outlets as possible. The aim is to go deeper into the market and make

products known to potential customers. Since halal Hanwoo is a new

product, distribution to many places will help make it easier for potential

buyers to find this product. The distribution of this product can be done in

supermarkets, department stores, in a butchery, directly to restaurants or

halal meat shops. In this era, the distribution of a product can also be done

online or by e-commerce. Selling online can help distribution on a broader

scale.

4.8 Promotion

Since Halal Hanwoo beef is a new product that is not widely known yet by

many people, the promotion strategy undertaken includes offline and

online promotion. This promotion is a form of communication from

producers to customers about the products to be offered.

5. CONCLUSION

Based on the analysis segmentation, targeting, and positioning strategies of

halal Hanwoo beef, this author of this research identified that segmentation

strategy that can be applied on halal Hanwoo beef market is demographic

segmentation classifying segment according to religion, targeting strategy that

can be applied on halal Hanwoo beef market is concentrated targeting strategy,

positioning strategy that will be formed in the minds of the target customers of

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halal Hanwoo beef market is as the first halal Hanwoo beef and a healthy

product in South Korea.

5.1 Research Limitation

Throughout this study, the author has identified some limitations of this

research including the data obtained in this study shows inaccurate

numbers since each data source shows a different number. Thus, the author

was only able to collect respondents from several Muslims from one

occupational group. The author also was only able to do a research on

segmentation, targeting, positioning and marketing strategies. Additionally,

there is no research has been conducted on the benefits and advantages of

the composition contained in halal Hanwoo that can distinguish halal

Hanwoo beef from its competitors’ products, regular Hanwoo beef.

5.2 Implication of the study

Based on the results and discussion of the study above, the implications of

the study have been identified such as, the application of appropriate

segmentation, targeting and positioning strategies on halal products

Hanwoo can help the development of this new product. This implies that

strategy has an important role in the achievement of objectives because the

strategy provides direction for action and the way how the action must be

carried out so that the expected goal is achieved. Furthermore, marketing

mix analysis that has been done can encourage marketing and sales of halal

Hanwoo beef products. Along with the development of halal Hanwoo beef

products using an appropriate strategy, the demand for halal meat by the

Muslim segment in South Korea is expected to be fulfilled as the need of

consumers.

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5.3 Suggestions

Relying on the limitations that have been identified above, the writer has

some suggestions. Firstly for further research, the data collection must be

done in a more varied way in order to get more accurate data so that can

improve this research. Then, it is suggested for further researcher to collect

respondents of Muslims from more occupational group so that can discover

more about preferences toward halal food and market needs. Also, this

research should conduct a deeper research on other factors and analyze

things that can strengthen the marketing strategy of Hanwoo beef. In

addition, further research should conduct deeper research on the content

that contained in halal Hanwoo meat. Secondly for the company, they can

use the strategies such as the findings of this study as an innovation to enter

the Muslims segments and enlarge the sales to halal market. Additionally,

for the company which attracted to do new business in the halal market can

also use the strategy of the findings in this study for the development of

halal Hanwoo beef market.

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http://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_2FF002F&conn_path=I2, number of immigrants based on religion http://monthly.chosun.com/client/news/viw.asp?ctcd=E&nNewsNumb=201810100052, number of Muslim in South Korea by the high priest http://viewer.moj.go.kr/skin/doc.html?rs=/result/bbs/227&fn=temp_1587617430407100, number of foreigners living in South Korea http://viewer.moj.go.kr/skin/doc.html?rs=/result/bbs/227&fn=temp_1583877796619100, number of visitors http://www.kmta.or.kr/kr/data/stats_import_beef_country.php, imported beef consumption http://www.kmta.or.kr/kr/data/stats_slaughter.php, regular hanwoo beef consumption

http://www.koreaislam.org/자주하는-질문/, number of Muslim by KMF